The Challenge

Before Zenatta, Intrinsic managed core processes in three separate systems—monday.com, Excel spreadsheets, and a custom application. However, those tools could not model the real-world relationships between surgeons, facilities, and offices. In addition, the Sales Force team lacked easy mobile access to their own performance and pipeline data. Meanwhile, the Market Access team managed prior authorizations in an Access Database, yet they needed a more modern workflow similar to what they had used in Salesforce-style systems.

“We were using a CRM called Monday.com, which allowed us to track progress on where our surgeons were in the funnel, however it did not allow us to see the proper relationships between Surgeons, the Facilities where they operate, and the Offices from where they met patients. So we basically needed a tool that allowed us to map out this triangle and identify key stakeholders in each category. Our Sales Force team did not have easy access from their phone to their own sales data, it was always a push exercise from corporate, this included simple information such as sales to quota, pending PO’s, etc. Our Market Access team was managing their prior authorizations process in an Access Database and they were familiar with managing this at prior companies through Sales Force Software. We needed a new tool that allowed us to do all of the above and beyond.” – Ralph Beentjes, VP Customer Relations, Intrinsic Therapeutics

Why It Mattered

Intrinsic needed a platform that matched how healthcare organizations work in the real world. Therefore, mapping the Surgeon–Facility–Office triangle was essential for stakeholder visibility and long-cycle adoption. In the same way, Sales needed mobile-first access to quota, pending POs, and territory data to operate quickly in the field. Finally, Market Access required a secure, HIPAA-aware workflow to manage sensitive processes without exposing protected information in the wrong system.

The Zenatta Solution

Zenatta began by documenting how each department worked, then rebuilt Intrinsic’s workflows inside Zoho. The solution combined Zoho CRM for relationship and process tracking, Zoho Creator for custom operational apps, and Zoho Analytics for unified reporting across multiple sources.

• Zoho CRM – Rebuilt sales workflows and relationships: Replicated Intrinsic’s monday.com funnel inside Zoho CRM, then enhanced it with improved automation and reporting. This structure also supported the Surgeon–Facility–Office relationship model so key stakeholders could be tracked clearly.
• Zoho Creator – Custom apps for PAP and facility workflows: Recreated Intrinsic’s legacy custom tools as purpose-built Creator applications for the Patient Access Program (PAP) team and Facility Management. In addition, Zenatta integrated these apps with CRM and Analytics so teams could work from one connected system.
• HIPAA-first access controls and data handling: Implemented strict roles and permissions while hiding sensitive fields where needed. Patient data was stored securely in Creator rather than CRM to align with privacy requirements.
• Zoho Analytics – Territory and executive reporting: Built custom reports that combined Zoho CRM data with external sources. This included SQL-based reporting and XML-related list strategies to support territory filtering and advanced analytics when fields did not align between systems.
• Creator portals and workflow refinements: Continued improving portal experiences, report filtering, case pop-up logic, notification routing, and external task visibility so users could access the right data securely while keeping workflows reliable.

“Zenatta helped us leverage Zoho CRM (and Creator) to address all our challenges. We pushed Zoho CRM in many ways to the limit and were able to integrate Zoho Analytics in a very smooth manner. Analytics allowed us to link various other sources so that all data is visible in one single point of truth. Where Zoho CRM wasn’t able to manage our processes we looked towards Creator and developed customized workflows (with unique security settings) for several departments that were still able to talk to CRM.” – Ralph Beentjes, VP Customer Relations, Intrinsic Therapeutics

Results

Intrinsic replaced fragmented tools with a connected Zoho platform that supports Sales, Market Access, and operational teams. As a result, teams gained better relationship visibility, stronger reporting, and secure workflows built for sensitive healthcare processes.

• Improved visibility across Surgeons, Facilities, and Offices through a structured CRM data model.
• Enabled connected, department-specific workflows through custom Zoho Creator applications integrated with CRM.
• Delivered a single point of truth for reporting by linking Zoho Analytics with Zoho CRM and additional data sources.

“Zenatta helped us leverage Zoho CRM (and Creator) to address all our challenges. We pushed Zoho CRM in many ways to the limit and were able to integrate Zoho Analytics in a very smooth manner. Analytics allowed us to link various other sources so that all data is visible in one single point of truth. Where Zoho CRM wasn’t able to manage our processes we looked towards Creator and developed customized workflows (with unique security settings) for several departments that were still able to talk to CRM.

The Sales team now has full access and visibility to all the data and more so it allows them to communicate with our Surgeons (external), Market Access (internal), Professional Education (internal) and Marketing (internal) teams in one platform. It is more a new way of operating that Zenatta has enabled us with leveraging Zoho that we haven’t been able to do so before. And we most certainly needed Zenatta to customize the elements we needed in Zoho. We would not have been able to make the adjustments ourselves, we are learning over time as we see how Zenatta does things, which is great so we become more autonomous and can even work faster, while still utilizing Zenatta.

Zenatta has been very on top of things, and we have not felt resource constraint. Sometimes you feel suppliers aren’t able to keep up, and we have not had that experience, which is a big plus. They think with us and learn our business so we can speak the same language, again a big plus. They are up front when a requested change would cost many hours and when it is straight forward. The one risk of success is that all our employees see how flexible Zoho is and how capable Zenatta is that new requests always stream in. We take that as a good sign.”

– Ralph Beentjes, VP Customer Relations, Intrinsic Therapeutics